Smartphone Market Share

Updated: 22 Jun 2020

Vendor Data Overview

Worldwide smartphone vendors shipped a total of 275.1 million units during the first quarter of 2020 (2020Q1), resulting in a decline 11.9% YoY when compared to the 312.3 million units shipped in the first quarter of 2019 making it the largest annual (year over year) decline ever.

From a geographic standpoint, the largest regional decline in 1Q20 was in China, which saw shipments drop 20.3% year over year. Since China make up almost a quarter of worldwide shipments, this had a tremendous impact on the overall market. The global dependency on China for its smartphone supply chain also caused major issues as the quarter progressed. Other regions that contributed to the drastic worldwide decline were the United States and Western Europe, which declined by 16.1% and 18.3% respectively.

Quarter 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3 2019Q4 2020Q1
Samsung 23.5% 21.0% 20.3% 18.8% 23.0% 23.0% 21.8% 18.8% 21.2%
Huawei 11.8% 15.9% 14.6% 16.2% 18.9% 17.7% 18.6% 15.2% 17.8%
Apple 15.7% 12.1% 13.2% 18.3% 11.8% 10.2% 13.0% 19.9% 13.3%
Xiaomi 8.4% 9.5% 9.5% 6.7% 8.9% 9.7% 9.1% 8.9% 10.7%
vivo 5.6% 7.9% 8.3% 6.9% 7.4% 8.6% 8.4% 7.7% 9.0%
Others 35.0% 33.6% 34.1% 33.1% 30.0% 30.8% 29.1% 29.5% 28.0%
TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

Samsung regained its first position with a global market share of 21.2% to reach 58.4 million units, though decline 18.7% YoY. The vendor’s A series continued to perform well while the launch of Galaxy S20, its premium 5G flagship, helped grow profits in the period. Looking ahead, as the several consumers limit the spending and opting for a less expensive replacement option because of COVID-19 crisis, Samsung, just like other vendors, will face an uphill battle, particularly, with two new premium devices (Note 20 and Fold 2) coming in the second half of the year.

Huawei ranked second position with a 17.8% share of the global smartphone market despite a decline in shipments of 17.1% year over year in the quarter. The vendor continued to face challenges in foreign markets due to the uncertainties around the USA trade ban and Google Mobile Services, though maintained it top position in China. Huawei reduced the impact of the downturn with early price cuts on Mate 30 and P30 series and in Honor's V30 and 9X series along with a diversified online-offline channel mix, which helped reach consumers even during periods of hard lockdown.

Apple came at a third position with 36.7 million iPhones and reported a slight decline of 0.3% YoY in 1Q20. The iPhone 11 series continued to help drive the growth for the vendor. Looking forward, the launch of the recent SE (2020) device targeting the lower-priced segment could work well for the vendor if consumers shift their buying preferences towards more budget-friendly devices in the uncertain economic climate of 2020.

Xiaomi’s remained at fourth position and surpassed 10% market share for the first time with year-over-year growth of 6.0% in the period. In India, the company launched the new Poco and Redmi products just before the full lockdown began, helping some of its 1Q20 numbers.

vivo returned to the Top 5 in 1Q20 with 9.0% market share and 7.1% year-over-year growth, the largest annual growth rate among the top 5 vendors. This was primarily driven by vivo's low-end and mid-range Y and S series success in India. Nevertheless, due to the full lockdown in India, vivo also faced delays in its product launch.

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